Organizing and marketing an event isn't easy. You can book the best venue, schedule the best speakers, and arrange the best catering\u2014but the event will still fall flat if no one shows up.\nWhether your event marketing is for in-person conferences or for online events like webinars, you have to drive prospective attendees' interest, sometimes from half a world away.\nThis is especially true as COVID-19 restrictions relax. All those canceled live events will be looking to make up for lost time. How can the marketing plan for your event reach attendees through all that noise?\nThe answer is video. It's one of the best event marketing strategies when it comes to driving engagement before, during, and after events. In this blog, we'll cover how you can use video at every stage of your event marketing campaigns.\nWhy Event Video?\nWhen you're marketing your event, you need to show prospective attendees why they should choose your event over others.\nThe key is to generate excitement. Why do people go to concerts, football games, and comic cons? Because they're exciting. You can talk all about the practical merits of your event, like the speakers and networking opportunities, but you'll never be able to match that raw sense of excitement. Capture that sense of fun, freshness, and discovery for your business with awesome event videos.\nWords, photos, and audio alone can't convey the fun and connection of an event the way that video can. Video puts attendees right there in the action. They can see for themselves what makes your event special\u2014and thus worth their precious time.\nWhen it comes to event marketing, video is the gift that keeps on giving. You can use thoughtfully planned video all along the event marketing timeline:\nBefore the event to drive registration and virality.\nDuring the event to drive engagement.\nAfter the event to drive action (and remind attendees of the fun they had, inclining them to attend another event in the future).\nIn the next sections, we'll cover the event marketing best practices that can set you up for success.\nHow to Use Video Before the Event.\nLet's face it: Your prospective attendees have tons of events vying for their time and attention. They're overwhelmed and tuned out. In order to convince them to sign up for your event or drop by your booth on the show floor, you need to differentiate yourself.\nBuild Hype with Event Promo Videos.\nThink about the trailer for a blockbuster movie and the way it hypes you up to see the feature film. Your event promo video should do the same thing: Capture the highlights in one digestible package to get people excited for your event.\nWhen creating a promo video for an event, combine previews of event content, mini-interviews with your speakers, and testimonials from past attendees into one irresistible whole.\nGet flexible with your format: Try an event announcement, a ticket launch, a reminder, or even an event FAQ. Don't forget to pair your video with a strong call to action (CTA) and an effective event landing page to drive those registrations.\nDon't have footage from previous events to show off? Get creative with your event marketing strategy.\nMake Connections with Pre-Event Sales Outreach Videos.\nOne way to spur event attendance is by connecting directly with prospective attendees. Directly targeting prospects with individualized videos makes your event (and your brand) stand out.\nYour sales team can accomplish this with just a webcam and a few minutes. (If you can get your speakers to create outreach videos too, even better!)\nInvite potential attendees to register, or ask confirmed registrants to book a meeting with one of your attending sales reps. It's a low-cost but high-impact way to create those personal connections that really drive attendance. Learn From the Pros\nIn this pre-event personal outreach, sales rep Benny Hua lets his prospect know he'll be at the event and where to find him.\nHow to Use Video During the Event.\nThe big day is finally here! Running the event is sure to keep you busy. But don't lose sight of the chance to capture valuable video that can maximize your event's long-term return on investment (ROI).\nThink strategically about your in-event video opportunities. They'll help drive future registrations, as they'll serve as a rich source of content throughout the year.\nExpand Your Reach with Event Live Streams.\nJust because someone couldn't make it to your event doesn't mean they should miss out. Live streaming your event\u2014whether you're broadcasting every moment or just the keynotes\u2014is a great way to engage people at home.\nJust look at Marketo. They live-streamed their Marketing Nation Summit. Almost a thousand people watched the stream, increasing the event's overall attendance by nearly 15%. This helped make the Summit one of Marketo's top pipeline generation programs.\nCapture Customer Testimonials and Thought Leadership Videos.\nYour speakers, customers, and business team are all together in one place. Show them at their best.\nYour speakers are one of the biggest features of your event, so make the most of your investment. Record thought leadership interviews with industry experts that you can repurpose as fresh content later on. Your speakers are sure to appreciate a little extra promotion, too.\nYour attendees are also a rich source of video potential. Set up a quiet, professional recording environment and get people to talk about their experiences. This is a golden opportunity to be in the same room as the people who actually use your product. Take advantage of it and capture testimonials that you can use in future programs or even turn into full-blown case studies.\nBonus: You can also get event testimonials from attendees. Recording their event-related emotions while they're in the thick of it will fuel next year's registration drive.\nUse Video Everywhere.\nThere are plenty of other ways that you can put video to work during your event\u2014even scrappy smartphone video. Here are a few examples:\nBooth video playing at your show floor setup to help draw in passersby.\nVideo leveraged in speaking sessions to get the audience excited about the topic or to illustrate specific points.\nSocial media event marketing with videos that flaunt event highlights, are easy for attendees to share and show those who stayed home what they're missing.\nHow to Use Video After the Event.\nUsing video after your event is just as important as before or during. Video helps bring back great memories and maintain that event energy long after the lights go out.\nPlus, if you do it right, you'll end up with tons of video that you can use to fill your long-term editorial calendar. Watch and Learn\nHow can you best use your video to drive ROI throughout the year? Vidyard VP of Marketing Tyler Lessard outlines two great uses of event videos: Compiling them into accessible, centralized hubs, and leveraging them across your content marketing strategy.\nFollow Up With Post-Event Videos.\nYour attendees probably made all kinds of memories, met lots of new people, and learned a ton during your event. With video, you can help keep the most important details fresh in their minds.\nYour marketing team can produce post-event recaps, while your sales team can follow up with your hot booth leads using quick, personal videos.\nVideo is a perfect way to solidify attendees' positive and memorable impressions of your event. It'll help your brand stand out from the crowd. Learn From the Pros\nVidyard VP of Marketing Tyler Lessard shows off how to reach out to attendees after an event in this brief but heartfelt follow-up video.\nPromote Event Videos and Reuse Content Afterwards.\nYou've got your event videos. Now it's time to put them to work. Current You's effort in capturing all that video content will take tons of work off Future You's plate.\nAt Vidyard, one event\u2014like our Fast Forward virtual summit\u2014can generate enough material that we're still rolling out fresh content six months or even a year later.\nUse your event videos to add strength to your blogs, email campaigns, social posts, and more. Plus, organize your videos in one place so viewers can easily discover and binge your content.\nVidyard's video hubs are great event marketing tools. They put your videos together in a single place that reflects your organizational branding and is free of ads and distractions. The hub's video analytics track who's watching and clue you in on viewer behavior. You can position your event videos for easy consumption and learn more about which topics and video types work best.\nStart Using Video for Events.\nVideo is the next best thing to being there in person. It's an ideal way to capture all that excitement, emotion, and fun, meaning that it should be a key part of your marketing plan for an event.\nWhen you get strategic with capturing and leveraging video, you'll be able to drive more attendance in an efficient and budget-friendly way.